Nick Ferrugia, head of media strategy and execution at Fifth Third Bank, put it all into paid search, as it pays the highest value and is based on digital tactics. "We decided to go all in and see how far it goes."

Grant Simmons, VP, Performance Marketing, Homes.com, didn't just give a keynote presentation at MediaPost's Search & Performance Insider Summit -- he gave a performance, not really strange given his job title.